The World's Tallest Donation Box

MullenLowe MENA

Agency: The Mohammed bin Rashid Al Maktoum Global Initiatives

The World's Tallest Donation Box was launched as part of the '10 million meals' campaign with aims to provide 1.2 million meals by illuminating a staggering 1.2 million lights on the fa̤ade of Burj Khalifa, in a dazzling display of the social solidarity and cohesion. The initiative enabled institutions, companies and the general public to purchase lights, for as little as AED 10 each, to provide vital food aid to those directly or indirectly affected by the COVID-19 outbreak across the country. The initiative shined a light of hope, manifested in bringing much-needed relief to communities hardest hit by the global crisis, therefore, fostering a sense of safety and stability. For every light purchased, a meal was be provided for someone in need; because it only takes a little to light up someone's day.